Contents Contents #13 october 2018 / issue 13 / asia pacific IGNITION balance of power Targeting Chinas older consumers, Alibaba partners with Starbucks, and Malaysias mammoth bookstore Where does marketings influence lie today, in terms of the Five Ps? Making a positive impact Reality works interview: Scott Allen Lareena Hilton explains Deutsche Banks new strategy, which focuses on contributing to society After years of hype, augmented reality could finally be ready for mass marketing taking the 360 VIEW creating a Platform for Change Will customers in Asia lead brands back towards traditional marketing? catalyst asks... Do marketers need to radically shake up their skills? Five experts respond Employee Experience Treat your workforce as you would treat the customer Microsofts CMO (UK) on how digital transformation requires a shift in culture infographic How Sony has reinvented itself for the 21st century When is the right time for marketers to spearhead radical transformation within a business? 5 in Five The new DNA of B2B How marketers are adapting to GDPR, according to Volpas Tricia Fox Stephen Yeo, marketing director of Panasonic B2B, on how the profession can drive major internal change Unlocking the power of marketing The Lyst FFW Three marketers on how to promote business transformation Page Groups Huw Jones and Mark Lawson-Jones on what skills marketers need to succeed Discussions on how to release marketings full potential at CIMs Digital Summit cim.co.uk/exchange